Prospecting
We combine platform signals, analytics, client knowledge and campaign learning to find relevant new audiences.
Paid digital media
Paid social for products riders choose with emotion.
Create relevant social advertising across the platforms where riders discover, compare, discuss and share motorcycle products.
What the work involves
Paid social built as a full-funnel media system.
Paid social can support reach, video viewing, traffic, leads, conversions and retargeting. We choose the objective and platform around the commercial journey rather than forcing every campaign into the same optimisation event.
Motorcycles are visual, emotional and community-led, but the final decision can involve finance, fit, specification and dealer access. Creative must earn attention while giving the rider a useful reason to continue.
Retargeting
Website events, engagement and eligible conversion signals can move customers into more relevant follow-up activity.
Product feeds
Structured product data can drive dynamic advertising. Controlled feeds can update model, price and availability information without manually rebuilding every advert.
Placement-specific creative
Feed, Stories and Reels behave differently, so image and video assets are built for the environment rather than forced into every placement.
Connected media
Social can connect with display, search, video and lead generation so customers do not restart the journey when they change channel.
Audience and data
What we need to know before planning Paid social.
For paid social, we combine platform interests with our own useful audience signals rather than relying on a broad 'motorcycle' interest. A campaign can use model and competitor interests, video engagement, website behaviour, customer audiences and previous campaign interaction. People who show stronger interest can then move into more relevant retargeting across Meta and the other channels in the media plan.
Model & competitor signalsCustom social audiencesRetarget interested users
Audience availability, matching and retargeting depend on the platform, market, permissions and campaign set-up.
Motorcycle application
How Paid social can work in a motorcycle campaign.
These examples show the sort of targeting we can consider. Availability varies by platform, market and permissions, so we confirm the usable options before launch.
Interest examplesPeople whose available platform signals indicate interests relevant to the brief, for example sports motorcycles, adventure motorcycles, motorcycle racing or relevant brands/models where those options are available.
Engagement audiencesPeople who watched a client's videos, engaged with posts or ads, visited social profiles or interacted with previous campaigns.
Website audiencesVisitors to model, finance, dealer-locator or campaign pages, split by what they actually looked at.
Customer audiencesPermitted customer or prospect lists matched by the platform with existing owners suppressed or included depending on the campaign.
Common mistakes
Where Paid social can go wrong.
A single television-style launch film is often reused across feeds, Stories and Reels without adapting the opening seconds, framing, captions or call to action.
Lead campaigns can optimise towards inexpensive form fills while obscuring whether the rider selected the right model, lives in the dealer area or can be contacted.
Manufacturer, national sales company and dealer activity can overlap in the same geography, increasing frequency and making ownership of the customer journey unclear.
Planning and delivery
How we plan and deliver Paid social.
We define what social media must do within the wider plan before selecting an objective or audience. A model reveal may need broad, distinctive storytelling; a dealer event needs a controlled catchment and practical response path; a test-ride programme needs qualification and reliable lead handling. Creative is built for each placement with the product, sound, captions and first-frame message considered rather than simply resizing a master asset. We structure prospecting, engaged audiences, website visitors and existing leads separately, then coordinate national and dealer delivery where both are active. Reporting connects platform behaviour to landing-page engagement, contactability and agreed commercial actions without treating every attributed conversion as equivalent.
What the client gets
01
Platform, placement and objective plan matched to each campaign stage
02
Prospecting, engagement, website and customer exclusion audience architecture
03
Feed, vertical-video, carousel and lead-form creative with placement-specific copy
04
Lead-quality and handover specification covering model, location, consent and dealer routing
Common questions
What clients ask about Paid social.
Which social platforms should a motorcycle brand use?+
The answer depends on the audience, market, creative and required action. We assess where the intended riders can be reached credibly and what each platform can contribute. We do not recommend maintaining every channel when the content, data or budget cannot support it properly.
Can national and dealer campaigns run at the same time?+
Yes, provided their roles, catchments, audiences and exclusions are coordinated. A national campaign might establish the model story while dealer activity provides local stock, event or test-ride actions. Shared naming and reporting help identify overlap rather than letting separate accounts compete without visibility.
How do you assess social-media lead quality?+
We look beyond the platform's lead total to contactability, correct geography, model or service relevance, consent, duplicate rate and dealer feedback. Where systems allow, later outcomes can be returned to the reporting process so future optimisation is informed by useful enquiries rather than form completion alone.
What does a Paid social brief need at the start?+
We need the product or service, market, geography, audience hypothesis, available evidence, customer action and practical constraints. The initial scope normally considers model and product launches, lead and test-ride campaigns, dealer events and local stock before deciding whether this capability belongs in the plan.
Start with the brief
Talk to us about Paid social.
Bring the product, market and target. We’ll tell you whether Paid social is the right tool and what a sensible first phase looks like.
Discuss the brief ↗